The People of the Mountain Reveal its Secrets in Original Documentary Series

Brief

Pirinsko is a beer brand named after Pirin mountain. It looks for ways to make people go out more in nature and visit the mountains. Pirinsko’s slogan is “fresh from the mountains”. Our goal was to show what “fresh from the mountains” meant in digital.

Idea

To give them a reason to do so we presented them the stories of people who chose to live there — the hut keepers and created a documentary series called “The people of the mountain”. In its first season we presented the inspirational stories of 3 hut keepers from Bulgaria’s highest mountains.

Execution

We went back to our roots and filmed the untold stories of hut keepers in the mountains. Our aim was to inspire all of our urban fans to go out and enjoy the mountains themselves.

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The stories are a real inspiration and we took this to our advantage. We told the stories of the hut keepers via their unscripted voiceover thus making the documentary series as honest as possible for the audience.

We wanted these videos to be seen by a specific group of people who have an interest in the brand — our own fan base. So, we distributed the stories in our own channels via Facebook Premiere. Then we built up hype for a full week leading up to the release of each episode. In this way each month we held our own digital premiere event.

Results

In total we released three short documentary films which over the course of the campaign gathered 1 500 000 impressions, 2000 social media shares. In terms of engagement over 800 000 minutes of short documentary films were watched during our Facebook Watch Parties. Not only that but the country’s largest mountain film festival reached out and asked to include our first episode in their shortlist.

Through brand storytelling we brought people outside of the city to our brand territory — the mountain. In this way our consumers both felt and tasted our slogan “fresh from the mountain”. We know that from the hut keepers who informed us that the huts were booked for several months upfront shortly after the end of our campaign.

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creative director: angel iskrev
creative lead: maksim stoimenov
junior copywriter: tsvetoslav tsonev — tsuro
client service director: sava ahmakov
account director: sanya stefanova
junior strategy: kristyan stefanov
production: pudding
director: angel iskrev

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